CASE STUDY: Autoglass used radio to educate consumers

What was the Challenge / Background of the Campaign?

Up to 25% of cars on the road have a chipped windscreen although most people don't do anything about it until its too late. Once the chip turns into a crack the whole windscreen needs replacing, which costs the motorist a significant amount of time and money. Autoglass therefore needed to speak to these people to make them understand that getting a chip repaired was far more cost effective and time efficient than replacing a whole windscreen.

What was the Campaign Objective?

As this is a problem many people try to ignore it was something they wouldn't read about therefore another means of communication was sought in order to have this conversation with the motorist. Autoglass wanted to highlight the benefit of calling them as soon as they get a chip as repairing it is often free if they have fully comp insurance, and only takes around 25 minutes to complete.

What was the Solution?

Radio was used as a means of communication in order to get over the emotional component of the message. The ads used vox-pop testimonials from real Autoglass employees (one of the most recognised being from technician Gavin) demonstrating their trustworthiness and can-do attitude. The campaign was tested in three different regions to allow the optimum laydown to be identified - all in combination with enhanced web presence.

What were the Results?

Significant effect on the Autoglass business with substantial uplifts in both calls and repair rates

What were the Key Learnings of this Campaign?

As a large amount of radio listening is done in car using the medium for a brand like Autoglass worked extremely well. Radio has a multi layered use here - nudging people who are denying they have a problem, educating, persuading, and leaving them with a positive feeling about the brand